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The brands and issuers have succeeded in bludgeoning merchants into adopting EMV only to see it rejected by consumers because it is so slow. It has been a boon to the adoption of Apple Pay, Samsung Pay, and Android Pay by both merchants and consumers. Had EMV proved to be as convenient as magnetic stripe, these competitors to cards might have had more difficulty gaining traction.

The rest of the world is moving to contactless EMV cards and this may save EMV there.

Faster software should help here but it may, like EMV itself, simply be too little too late.

Cardless, contactless, (credit card account) numberless.

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